By leveraging their combined brand voice and touchpoints, the partnership aims to discourage drunk driving and promote safe and enjoyable drinking experiences on all occasions. This year-long collaboration will also reinforce Carlsberg’s position as the official beer sponsor of Liverpool Football Club (LFC), a partnership that has been ongoing since 1992.

Leveraging Grab’s multiple online to offline touchpoints, Carlsberg will encourage consumers and football fans to book Grab rides to prioritize safety and responsible alcohol consumption. As part of this initiative, consumers can enjoy discounted rides to the well-known Carlsberg outlets in Phnom Penh.

“The launch of the campaign today is a new step in raising public awareness on the impact and prevention of alcohol consumption. This is the ongoing commitment from all stakeholders to safeguard consumers’s health and well-being, which is an important part of achieving social welfare and a sustainable alcohol industry in Cambodia,” said His Excellency Neth Pheaktra, Minister of Information and Chairman of the Alcohol Product Advertising Management Working Group.

“This partnership marks another significant milestone in our commitment to ZERO Irresponsible Drinking and IARD”, said Vladimir Vava, Managing Director of Cambrew Ltd (Carlsberg Cambodia). “Partnership is a key approach to responsible and moderate consumption. A ride-hailing and eCommerce company along with our on-trade outlets are a key partner in demonstrating how we can collectively encourage responsible behavior, particularly when it comes to drunk driving, pregnant women, and those under the drinking age.   Furthermore, we are committed to supporting the establishment of a legal drinking age in Cambodia and have collaborated with the alcohol coalition to establish a self-regulation code for responsible alcohol marketing for Cambodia”.

Beyond the partnership with Grab and key on-trade outlet partner, Vladimir also shared about Carlsberg’s new marketing communication direction, which aligns with its commitment to consumer protection through innovation, and sustainability. Carlsberg aims to make all its beer brands leading examples of responsible drinking communication across the market. Instead of encouraging excessive consumption, Carlsberg focuses on promoting moderate consumption behaviors. The new Carlsberg campaign in September is exemplifies how to promote responsible behaviors, emphasizing the value of quality over quantity.

“We are excited to announce our partnership with Carlsberg to promote responsible drinking, and thereby reduce drunk driving accidents in our country. We believe that every celebration should end safely, and with our combined efforts, we aim to make 'Don't drink and drive, instead, Grab a ride!' a mantra for everyone”. - Mr. Kang Sovannarot "Mike", Acting Country Head, Grab Cambodia.

#CelebrateResponsibly is a regional responsible consumption campaign led by Carlsberg Asia to generate awareness of its ‘responsible drinking’ message. Targeting key Southeast Asian markets including Singapore, Cambodia, and Myanmar, Carlsberg is tapping into the extensive ecosystem to widely deliver the important message of responsible drinking through in-app features, e-commerce platforms, and in-store promotions at key Carlsberg on-trade outlets. Cambodia has been selected to launch this regional campaign officially. The campaign is expected to reach and engage consumers as well as delivery drivers, retailers, on-trade owners, educators, parents, law enforcement agencies, and role models across the region.